Every year, "Black Friday" is one of the most important shopping carnivals for consumers in Europe and the United States, as well as Amazon's most critical sales campaign and core battlefield throughout the year. However, this situation has been broken this year.
According to data from the renowned app analytics platform Sensor Tower, on the first day of the 2025 "Black Friday" (November 20), Alibaba's cross-border e-commerce platform AliExpress exceeded Amazon in downloads in Europe.
Industry insiders pointed out that as the only one among the "Four Little Dragons of E-commerce Going Global" that can compete directly with Amazon in brand internationalization, the reverse surpassing of AliExpress in download numbers during "Black Friday" in Europe marks the beginning of a challenge to Amazon's core battlefield.
It is reported that in 2025, AliExpress upgraded its "Super Brand Globalization Plan" and launched a dedicated "Brand+" channel, attracting top Amazon brands to shift to AliExpress.
Before Double 11, the top five categories on Amazon collectively doubled their inventory in AliExpress' overseas warehouses, including "Bike King" Rock Brothers, "Sofa King" COMHOMA, "Car Fridge King" Binghu, and the smart cleaning brand ILIFE.
Data shows that during the overseas Double 11, at least 200 brands achieved sales volumes more than twice the daily average of Amazon on AliExpress.
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